Divested by Kimberly-Clark in 2025 due to weak profitability and eroding premium positioning, Kleenex faces an identity crisis decades in the making. Originally a beauty product for removing cold cream, Kleenex was repurposed by consumers as a disposable tissue for runny noses. The company leaned into this shift, fueling its growth into the facial tissue category champion, but also boxing the brand into a narrow identity tied to snot, sickness, and hygiene.